Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS. This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.

1. Social Media Strategy

2. About MECLABS
MECLABS is a research institute focused on discovering what really works in marketing.
We conduct real-world experiments with companies around the world to understand why
people say “yes”.
Our scientific approach provides the basis for education and training resources that help
create exceptional, customer-centric marketing organizations.

3. Rebecca Strally
Sr. Optimization Manager
MECLABS
Daniel Burstein
Director of Editorial Content
MECLABS
Dr. Diana Sindicich
Sr. Data Sciences Manager
MECLABS

4. Methodology Overview

8. Value Prop Heuristic

9. Case Study & Some Stats
(Discovery)

10. General Social Media
• Credibility is gained and lost on social media
• This is true for all social media sites
• Requesting customer testimonials on can increase credibility and add value for free
• Addressing public social complaints quickly can prevent a disaster and show you care
• Testing will improve your ROI over time
• Tracking post performance and adjusting regularly can increase your ROI exponentially
• If you have a poor performing campaign don’t be afraid to turn it off and try again
• If you have a well performing campaign try tweaking it and continue to track
• Data is KEY
• Alignment across the company is key
• If possible limit the number of employees who post to social media is key
• Ensure all users of corporate social media understand the strategy and message

11. Facebook
• Posting often is good but relevance is great
• In a recent Marketing Sherpa case study pizza giant Mellow Mushroom
revealed their strategy is post food related images around meal times and
engagement content during 8-10pm. (this is Facebook’s busiest time)
• Use your current followers to get more
• Large companies often request their followers submit content and participate
in campaigns to spread awareness. Asking followers to upload photos with
products or write reviews is a good first step
• Shoe company, Gravity Defeyer, sends product samples to fitness bloggers in
exchange for socially linked reviews. This has created a 450% ROI on their
social campaigns
• Calls to Action are key
• Providing followers a clear way to interact with every single post increases
engagement and will increase your audience
• Be Succinct
• Followers decide if they want to engage within seconds. There’s no need to
put all the info in the main post. This is a great place to use the Online Ads
Heuristic

12. Twitter: Myrtle Beach Case Study
The Myrtle Beach Tourism Group made four key changes for
incredible results
• Event tweets
• The team started sending out even related tweets to increase engagement
with interested audiences
• Promotions
• Twitter is a great space for giveaways because retweets can increase your
audience in leaps and bounds. There are programs like Lead Generation
Cards that allow users to enter without leaving the platform
• Clickable elements
• The team used new video cards on twitter to share lots of information with
users via an interactive page element
• Segmentation
• The team segmented their audience and worked to target core groups based
on interest
Results: A 5% engagement increase with video cards, a 225%
increase in video views, 11,000 new followers in 2 months, a 30%
decrease in CPA (cost per acquisition)

13. Pinterest
• This is the shopper’s social media
• 67% of people on Pinterest use it as a consumer; people want to buy
• The entire structure of Pinterest is skewed to users who want to save and
clickthrough on products and content
• One company in a MarketingSherpa case study saw a 5% increase in sales
and 77% increase in sales traffic due to simple Pinterest campaigns
• Producing content increases clickthrough and sharing
• Pinterest users are trained to clickthough to read content which can increase
site traffic
• Pinning of an article not only increases your follower base but can also
increase SEO of your sites content
• Leverage collaborative boards
• Find users who already post in your space and segment and team up or find
users who are interested in your topic and build on their base
• By using collaborative boards wallpaper company, Murals Wallpaper, has
seen a 700% lift in Pinterest impressions
• Know your audience
• 68% of Pinterest users are women
• Need to target men, try manteresting.com

14. What can we find out about our
customers?
(Discovery)

15. Data sources
• Web analytics:
• Pages viewed
• Items clicked
• Videos viewed
• Sources of traffic
• Technical specifications
(browsers, OS, device type)
• Time duration

16. Data sources
• Web analytics can tell us about visitor motivation and points of
friction/anxiety
• What kind of visitor behaviors or characteristics correlate with conversion?
C = 4m + 3v + 2(i-f) - 2a©
What kind of visitor
behaviors or
characteristics
correlate with
conversion?
Where did they go
before leaving the site?
How did they reach the site?
Have they been on the
site before?
What did they view?
Motivation
Friction/Anxiety
Value Proposition

17. Data sources
• Social media
• Facebook, Twitter, Instagram, blogs, YouTube
• Generates 3 billion data points per day according to a recent DataSift
webinar
• Influencers’ screen names
• Metadata available depends on platform, user settings
• Gender
• Age
• Language
• Location
• Profession/role
• Challenging to connect social media to specific customers/prospects
• Freeform and non-text data can be difficult to process
Definition
Metadata: Data that provides
information about other data.

18. Data sources
• How can we use this data?
• Which types of customers generate the most revenue?
• What is frequently ordered together?
• How frequently should I contact customers?
• After what length of time should I give up on a lead?

19. Social media and data analytics in practice
In a survey of marketing professionals, more
than half tracked Social Reach, and almost
half tracked Referrals by Social Media Channel
• Few tracked ROI or Sales by Social Media
Channel
• Relative difficulty of tracking

20. Social media and data analytics in practice

21. Social reach

22. Social reach

23. Let’s look at a real example…

24. Social reach
• Through a data aggregation service like DataSift, more detailed reach
information can be compiled.
• Geographic reach
• Reach within a demographic group
• Characteristics of those reached
DataSift webinar “How to Visualize Social Data From DataSift With Tableau”

25. Traffic referrals by social media channel

26. Traffic referrals by social media channel

27. Traffic referrals by social media channel

28. Conversions by social media channel

29. Conversions by social media channel
What it looks like:

30. Conversions by social media channel
What it looks like:
Where it comes from:

31. Conversions by social media channel
What it looks like:
Where it comes from:
What it tells us:

32. Engagement per post

33. Engagement per post

34. Top influencers

35. Top influencers

36. Top influencers
• Although exact identities may not
be available, it may benefit
marketers to follow the other
activities of their most prolifically
engaging social media influencers.
• What else do they engage with?
• Can we appease any negative
influencers?
DataSift webinar “How to Visualize Social Data From DataSift With Tableau”

37. Top influencers

38. Tweet Deck

39. Using social media data
• How else can we use our social media presence to assist
in improving our site?
• Know audience motivations
• Where are customers engaging from?
• What audiences do we have engaging with our
brand/company?
• Are certain groups overrepresented compared
to the general population?
• Sentiment analysis: How many posts have a
positive or negative tone?
• Concurrent keywords: What was mentioned
alongside your company’s product?
DataSift webinar “How to Visualize Social Data From DataSift with Tableau”

41. Questions?